Paper NO.117: Service Dominant Logic. Changing perspective, revising the toolbox
Service Dominant Logic. Changing perspective, revising the toolbox
Nicola Morelli, Amalia de GÃ¶tzen
This paper analyses the perspective shift that has happened in service design practice with the introduction of the Service Dominant Logic. Three different levels of design action are presented with their methodological implications. In the fluid context where diffuse design, expert design and strategic design take place, relevant case studies are shortly presented in order to describe the designersâ€™ role in the value-creation process and the consequent necessary revision of his own toolbox.